Valencia CF: attendance at Mestalla Stadium up 20% thanks to data analysis

Valencia CF (LaLiga Santander) "was able to increase their match attendance by 20%" at the Mestalla (55,000 capacity) by sending a simple email to targeted fans using the American IT company Microsoft's "Dynamics 365" management tool, announced the club on 21/09/2022.

"Valencia CF set up a prediction algorithm to assess the probability of future game attendance for fans, based on previous behavior. As a result, Valencia CF was able to identify and connect with a segment of fans who were regular match attendees but had missed two consecutive games. By sending a simple email to check in with those fans, Valencia was able to increase their match attendance by 20%," explained Microsoft.

"Dynamics 365 enabled Valencia CF to use data from a wide array of separate sources - including sales spreadsheets, relational databases, attendance records, concession trends, and more - to build cohesive, 360-degree views of their fans," said the American company.

Thanks to the data analysis that began during the Covid-19 pandemic, the Spanish club also implemented a food and beverage ordering service…